25. Q&A: How Josh Got Into Category Design

Josh answers listener questions about category creation.

• How did you get so interested in category design? 
• How does category designing your own agency differ from the work you do with clients?
• We're thinking about writing a category strategy in house, but how do we know if we should bring in an agency?
• You've said that all great categories have a human truth. Can you talk about that some more? 

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